One Way to Gain the Customers Attention

"The most basic way to get someone's attention is this: Break a pattern. Humans adapt incredibly quickly to consistent patterns. Consistent sensory stimulation makes us tune out: Think of the hum of an airconditioner, or traffic noise, or the smell of a candle, or the sight of a bookshelf. We may become consciously aware of these things only when something changes: The airconditioner shuts off. Your spouse rearranges the books."

- Chip & Dan Heath from the book Made to Stick 

A radio station targeting over 50's initially refused to play one of my clients ads. The reason? We used a young female voice. We were told the ad did not fit the station sound. In other words... it would stand out! (all ads were currently voiced by 50+ males) Hmmm... of course... palm slap to the forehead... what was I thinking... ;-)

  

Craig Arthur